The challenges and opportunities for PA.The Internal Side of Public Affairs (26).

Alan Hardacre, PhD

Co-Founder Advocacy Academy, Advocacy Strategy

For many of us working in Public Affairs, the Christmas season is one of the few moments where the pace slows. This offers a rare opportunity to pause, step back, and think strategically about what we have accomplished and where we’re going. This year, as the world around us changes faster than ever and our profession is changing at a pace not seen before, we have even more to consider. The challenges and opportunities ahead demand fresh thinking and a willingness to adapt. Here are a few themes on my mind as I head into my holidays:

🔹 The rise of AI: AI will become central to how we work. But how do we integrate it strategically and effectively—ensuring they enhance our public affairs practice?

🔹 Economic / Trade / Political uncertainty: Global political shifts and volatility are creating complexities for businesses and governments alike. Are we equipping our organizations to navigate these challenges and shape the outcomes? More than ever Public Affairs will need to act as a Sherpa to organizations through ever more complex and last-minute challenges. 

🔹 The evolution of Public Affairs: From new digital platforms to internal demands the way we work is changing. Are we keeping up with these developments, and are we choosing the right tools to create meaningful impact?

🔹 The need for better measurement and communication: Too often, Public Affairs struggles to articulate its value in ways that resonate with senior leadership. Are we measuring the right things, and are we telling our story clearly and effectively?

These are big questions—and they’re not easy ones. But as Public Affairs professionals, this is what we’re here for: to adapt, to innovate, and to provide clarity in uncertain times. So, as you enjoy the festive break, take a moment to reflect. What worked for you this year? What didn’t? And most importantly, what’s the one thing you want to do differently in 2025 to elevate your Public Affairs practice? Let’s make this a conversation. I’d love to hear your thoughts: What’s on your mind as you look ahead? Share your thoughts and experiences in the comments below! 👇

It has been a real pleasure to connect and get to know so many other public affairs professionals in 2024 – I look forward to more great conversations in 2025. Wishing you all a restful and reflective holiday season—and an impactful year ahead.